It’s never too late to fit brand to purpose
Why would an organization rebrand years after a name change? Sara Heald, development director at Air Alliance Houston, talks about why the time was right to change their brand to better fit the needs of their audience.
Innovation not just in products, but in product marketing
How do you claim a space all your own in B2B digital marketing? Joel Tarver, senior manager digital marketing at Baker Hughes, talks about how they’re using gamification and innovative digital practices to make their product marketing more engaging and effective.
Change initiatives mean building ‘one company’
Whether you’re communicating internally or externally, the goal is to create one company that delivers on your brand consistently. Jeppe Hansgaard, partner at Innovisor, shares insights into corporate change.
Purpose: A CEO’s primary job
Corporate purpose is essential to a thriving company–and that purpose should be set by CEOs themselves. Jay Steinfeld, founder and CEO at Blinds.com, talks about how creating an authentic purpose laid the groundwork for his company’s success.
How many ways can you leverage influencers?
How many ways can you leverage the most influential people at your company? Jeppe Hansgaard, Partner at Innovisor, shares how knowing who the influencers are among your employees can help you establish brand and culture.
External messages start with internal engagement
If employees aren’t aware of the messages that are being shared about your company, how can they reinforce them? Begin every marketing effort by engaging employees internally first–advice from Donna Smith, director of marketing and communications at Forum Energy Technologies.
Trustworthy companies: When brand and business are interchangeable
If you want to be believed as a company and as a business leader, your business and your brand need to be interchangeable. Jay Steinfeld, founder and CEO of Blinds.com, talks about how they make their brand true in their day-to-day operations.
Get your messages to the people who matter most
How do you ensure that you’re tailoring your messages to the most influential people in your company? That’s what organizational network analysis is all about. Robin Tooms talked to ONA expert Jeppe Hansgaard, a partner with management consulting firm Innovisor.
Energize employees & customers alike by putting brand into action
Putting your brand messaging into action gets everyone excited–customers and employees alike. Donna Smith, Director of Marketing and Communications at Forum Energy Technologies, talks about how they act on their brand.
Alignment of purpose takes the fear out of an acquisition
Every business leader is afraid of losing the heart of his company if he sells; but when both companies are aligned in culture and purpose, there’s nothing to fear. Jay Steinfeld, founder and CEO at Blinds.com, talks about how the alignment of their purpose and Home Depot’s affected their acquisition.